Marketing e Comunicação em Bibliotecas Universitárias da teoria aos estudos aplicados (2015-2021) no contexto informacional digital

This article aims to identify scientific production related to Marketing and Communication in university libraries and to analyse the focus of applied studies. The qualitative methodology adopted comprises an exploratory approach through the literature review. From the results obtained we highlight: the gradual dissemination and promotion of the university library services through tools provided by Web 2.0; the growing use of social networks as means of communication; the contradiction between Marketing principles, which emphasise the importance of the customer at the centre of decisions on promotional strategies, and library practice, which places service managers and information professionals at the centre. All in all, the focus of applied studies is on the perspective of information professionals or institutions. A change in the Marketing and Communication strategies adopted by university libraries is considered urgent and it is essential to identify the real needs and information profile of the client, as well as to periodically evaluate the results of the Marketing and Communication strategies implemented.